AI applied
to commerce
approach
I put generative AI to work where it pays off: commerce, customer data, and the processes behind them.
18 years building commerce-oriented information systems, 11 of them at Boardriders Inc. (Quiksilver, Billabong, ROXY, DC Shoes, Element, RVCA) up to Global VP, Digital & Omni-channel: 80 people across three continents, and a multi-brand omni-channel loyalty platform built on a CDP.
Since 2020 I've worked as a fractional CTO and architect. AI was added to that craft, not a replacement for it.
business agents · MCP · RAG · LLM
Generative AI in production
Business agents, MCP servers, LLM API integration, internal platforms, vendor selection and benchmarking. Tools your teams actually use every day — not demos.
fractional CTO · IT architecture · vendor selection
Technical leadership & architecture
Stack decisions, vendor selection, IT budgets, hiring and leading internal, external and distributed teams, change management.
customer journey · loyalty · CRM
E-commerce & omni-channel
Commerce ecosystem architecture. Salesforce Commerce Cloud, Adobe Experience Cloud, Shopify, Zendesk, all major CRM and emailing platforms. I design it and I ship it, across the main frontend and backend technologies.
clients
Global groups
Boardriders
Cromology
Publicis
Tokyo Olympics
Roland-Garros
Startups
Blue
BienAvecVue
The Wooder
Vtips
AutoX
SMEs & independent organisations
B-Stream
Katxi Klothing
WastedTalent
Eusko
Atabal Biarritz
That range is deliberate. Large accounts demand architectural rigour; small ones demand frugality and speed. Each sharpens the other.
ways of working
Working together
Qualify the need, size it, decide. Often the right starting point when you know something has to happen but not where to begin. You leave with a written recommendation, whether you build it with me or not.
A defined scope, a deliverable, a date. Designing and shipping an AI agent, rebuilding a store, integrating a CRM, migrating a platform.
One to several days a month, for organisations that need a CTO without needing a full-time one. Technical decisions, stack choices, vendor management, building and leading teams.
background
From a global group to independence
I spent eleven years at Boardriders Inc. I joined as a web developer and left as Global VP, Digital & Omni-channel, responsible for the digital ecosystems of six brands: Quiksilver, Billabong, ROXY, DC Shoes, Element and RVCA. A team of 80 across three continents, the integration of the Billabong brands after the acquisition, and a multi-brand omni-channel loyalty platform built on a CDP, spanning e-commerce and physical stores.
That decade taught me what consulting alone never does: the distance between a system that works in a demo and one that holds up when entire teams depend on it daily.
I went independent in 2020, then co-founded Vtips, a mobile app for paid skill-sharing over video. The company wound down in 2024. I lived the full cycle there, from the idea to the decision to stop.
Since then, most of my work has been running the technical side of organisations that have no CTO: multi-country e-commerce ecosystems, real-time 3D configurators, custom business platforms. And for the past three years, a growing share of that work has been generative AI in the enterprise — because most of these projects fail for want of someone who understands both the models and the business they're meant to serve. That's exactly where eighteen years turn out to be useful.
contact
Let's talk
Available for consulting, audit, technical leadership or hands-on delivery. Based in Biarritz, Basque Country — available across France and Europe.
